Burberry breaks into Facebook commerce for fragrance sell

By Rachel Lamb

Burberry Body to be sold on Facebook
British label Burberry is testing its digital prowess by offering Facebook fans the chance to purchase the brand’s newest fragrance via the social network.

Burberry’s marketing of Body consists of print, television, social media, Web site, mobile and even a bespoke song by British band The Feeling. Consumers are able to click on the Burberry Body tab on the brand’s Facebook page to buy the fragrance.

“Selling items via Facebook has a number of benefits,” said Ron Schott, senior analyst at Spring Creek Group, Seattle. “First, brands have the opportunity to target their offerings at a very specific audience.

They know the makeup of their fan community and can gauge the likelihood of purchase,” he said. “Beyond that, selling items via Facebook allows for pass-along of the offer.

Friends see that their friends have bought a product and, true to human nature, want the product as well.”

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Posted on October 18, 2011, in Luxury Brand Influence and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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